How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)

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How Cool Brands Stay Hot in CEE
Joeri Van den Bergh, author "How Cool Brands Stay Hot. Branding to Generation Y" (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech) and Managing Partner, InSites Consulting, Belgium

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How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)

  1. 1. REACH 67% in 2 weeks – €300,000 FREE PUBLICITY SALES+79% SALES INCREASE – SOLD OUT AMERICAN COLLECTORS
  2. 2. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  3. 3. ① Stay true to your roots, but don’t shout② Warm is the new cool① Be open and respectful, listen (like friends)
  4. 4. QR code virtual shopping
  5. 5. Usage of mobile phone in buying process “ At a fashion retailer, I am interested in these apps…” 61% 1 Special deals offered 50% 53% 2 Discounts when checking-in 49% 45% 3 Product information via barcodes 40% 41% 4 Payment 38% 42% 5 Dedicated store web sites 33% 33% 6 Most efficient shopping route 34% 35% 7 Augmented reality to try out products 29% 26% 8 Share shopping list 25%Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone
  6. 6. Happy
  7. 7. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped Graduated by my partner Meeting the love of my life Surprise Becoming a sport Death of a person N = 40 champion close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s N = 93 real friends when I Moved Encountered aggression needed them most Was diagnosed Being dumped by my Parents got with a serious boy/girl friend divorced illnessSource; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India &China.
  8. 8. Happy
  9. 9. Happy
  10. 10. Happy+ 170K views(youtube,Vimeo)+ 200 blogs(mashable,psfk, …)
  11. 11. Happy①Deliver gratifications = challenges①Don’t use negative emotions①Everyone likes happy endings !
  12. 12. Happy

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